I’m a very (very) late adopter of new phones.
The last phone I bought was in 2012—my first iPhone. It was an iPhone 4 I got when I arrived at UC Berkeley for my Master’s degree.
After that…
I inherit a new phone whenever my brother/wife upgrades their phone.
So… I’m still on iPhone X right now.
(I don’t see the attraction for the new features)
But this means I cannot download the latest iOS 18 updates.
I can’t even download Netflix on my phone.
Therefore, imagine my surprise when I’ve been crushing the email revenue for my 6 to 8-figure clients in the last month, and suddenly…
I got an email yesterday teasing:
[iOS 18.3—the DEATH of email?!?]
Here’s what happened –
Apple’s new iOS update introduced a Promotional Tab feature (just like Gmail) and disabled automatic image loading.
How’s the “market” responding?
~ “It doesn’t work for me…”
~ “I hate the new mail look…”
~ “The worst part is…”
OOPS
Nobody loves this update—despite it being for your “privacy.”
Apple made this update to shut off Open Rate tracking for all emails. In case you’re not a marketing geek like me –Â
Most open rates are tracked by installing a tiny, invisible pixel inside each email. Think of it like… an Easter Egg.Â
🥚
Turns out –
People hate it when you track if/when they open an email.
🤷
Hence, this new update.
(I’m guessing more inbox/mail/app providers will follow…)
Now, this could be a temporary band-aid. Silicon Valley is notorious for breaking things first before finding a better solution.
BUT
It could also be a permanent thing.
The truth is:Â
No one knows.
(anyone who claims they can predict the future through their Magic 8 Crystal Ball is lying to you with a fear-mongering agenda)
But this is terrible news for most e-commerces.
Because your remarkable, pretty, eye-catching, expensive, design-heavy, and image-driven emails are going to show up like this:
…
…
…
[ ]
…
…
…
The Emperor’s New Email.
Good news for my clients –
Because I’ve always insisted on plain-text, story-driven emails.
You know…
Selling your product through the power of stories.
So, if you’re still working with an agency that believes it’s IMPOSSIBLE to sell physical products without images in your emails, heads up:
You’re about to hear some awful news in your performance report.
(if that’s you, reach out and let’s chat)
Talk soon,
– WYH
PS – Giving credit:
The original email, “iOS 18.3—the DEATH of email?!?,” was from Daniel Throssell, one of the brightest minds in email marketing. His email is 100% worth reading